The Zero Moment of Truth Macro Study

The Zero Moment of Truth Macro Study

Increasingly, consumers are making decisions well before the actual moment of
in-store or online purchase. In fact, 88% of consumers research before they buy,
consulting an average of 10.4 sources. Google partnered with Shopper Sciences to
explore this so-called "Zero Moment of Truth" and identify what's shaping consumer
decisions on the path to purchase.

Put Google research and insight behind your thinking

Consumer
decision-making prior to the actual moment of in-store or online purchase --
the so-called "Zero Moment of Truth" -- has become increasingly relevant. Google
partnered with Shopper Sciences to identify what's shaping consumer decisions on
this path to purchase. Some key findings:

88% of U.S. consumers now engage in the "zero moment of truth" prior to making
their final decision

In 2011 consumers consulted an average of 10.4 new media or traditional sources
before purchasing, 2x the sources consulted just the year before

ZMOT sources like search engines rank high in the degree of influence they have
in the shopper's decision making